Looking back, let's look at the bidders again. As a leading enterprise in the field of vocational education, Dana Technology has taken SEM as its core online market. More than 65,438+000 people across the country are doing this. Apart from SEM, there are almost no other marketing methods. We can think about why. Suntech Education, another brilliant vocational education enterprise, has taken SEM to the extreme. In addition to regular bidding, we also do data model analysis, and even the customer service and sales of each platform are different. These are indisputable facts in the study abroad industry. ? Why are these? You can work out the answer with your toes. I believe everyone thought this effect was good before paying attention to it. And some "charlatans" in the study abroad industry clamor not to bid, and the cost is too high. In fact, when you ask him what factors are related to quality, he has no idea what you are talking about. If you ask him again, what is the relationship between creativity and wildcards, he will definitely be dumbfounded; What's more, some people have never seen the background of bidding accounts at all, and they are still clamoring for bad bidding. It's like someone eating pork and just seeing other people's unsightly behavior, they think that pork is not delicious.
Is the bidding cost high? Is there any way to control the cost of bidding? Controlling market costs actually applies to all platforms and channels, not just bidding. Below, the author analyzes how to effectively control the bidding cost through his own practical experience of investing nearly 100 million yuan.
Candidate and team issues
1. Select the most knowledgeable person to manage the bidding team.
Choose the most knowledgeable person to be responsible for bidding, choose the most knowledgeable market leader to manage the bidding team, and let those who don't know how to make up the numbers go home to look after the children.
Everything is people's business, and all problems are people's problems. For example, the marketing bosses of many companies are born offline, and they have little knowledge of online, or even have no contact at all. How can we manage the bidding well with the patchwork knowledge structure of bidding and reading articles on the Internet? If the boss doesn't know how to do it, the whole bidding line will be poor, especially for large companies with group nature, and the marketing team has a fine division of labor, such as SEO, SEM, new media, website operation, public relations media and offline activities. If the boss is weak, then this group is also weak, because the boss doesn't know what to do and where the core problem is. Another reason is that the boss doesn't know what to do, and the market leader can't play.
2. Establish a detailed professional bidding team.
Some companies bid by themselves and put them all over the country, and there are more than a dozen products. It is a big joke for a person to put more than a dozen products in the country. How can a person put so many products at home and in a better place? The SEM department asked the company to add one person. Bosses often say that adding one person includes salary, commission and social security. It's too expensive and such bosses are amateurs. Take studying in the United States as an example, the single resource cost of studying in the United States will be between 400-450 yuan (the data of the top three levels in the industry), and the resource cost of some institutions will reach 600-800 yuan (medium level), and even more, it will exceed 1000 yuan (poor level). If the adjustment is not detailed, the cost of each resource will increase by 200-400 yuan. If there are 1000 American resources in a month, the investment cost may increase by 200,000-400,000 yuan, and the waste of the group company is not only this amount. How much is the charge for several people? In particular, individual companies studying abroad have pushed the bidder's salary down to the price of cabbage, so how can you do well to let him sell white powder?
Control the market cost from the account opening stage
1. Open an account and find an agent.
We must open a bidding account before we can start it. Take Baidu as an example. If you want to open an account, try to open an account directly with Baidu instead of looking for an intermediary. However, some group companies generally invest more than 20 million yuan. It is best for such companies to find KA to serve large customers, small and medium-sized customers, and small and medium-sized companies also have the so-called KA. They are called Los Angeles. In order to prevent small and medium-sized companies and KA from grabbing customers from each other, Baidu has set many policies and rules that are not conducive to customers, which makes many customers feel confused. (see figure 1)
Each company can make its own investment budget according to its own business characteristics. Another core point is to get as many rebates as possible, so that even if the investment is small, good delivery expectations can be achieved, and the difference can be made up by rebates. Suppose you want to bid with 20 million yuan, for example, the rebate of 6.5438+0.8 million yuan to 20 million yuan is 30%, then you can invest 6.5438+0.8 million yuan in cash, plus the rebate fee of 5.4 million yuan, which adds up to 23.4 million yuan, which can actually achieve the effect of 20 million yuan. This indirectly saves money, and it is still a large number of millions.
How to get a higher rebate? In fact, there are many ways and means. A simple and direct way is to find a third-party company, which can help you get high rebates. You only need to pay part of the service charge.
2. Search platforms should cooperate well.
There are many search platforms, such as Baidu, 360, sogou, Shenma and Google. Except Google, the unit price of resources of other platforms is lower than Baidu. As long as we have the right strategy to let 360, sogou and Shenma cooperate with Baidu, we can reduce the cost of resources, thus reducing the market cost.
Google, hehe. Search is temporarily unavailable, but Google Online Alliance can also be considered, which is much more accurate than Baidu Online Alliance. In addition, you can also post Facebook, especially overseas institutions. This is a virgin land, and it is a trade secret. Shh! ?
3. About the signing of the framework households
Do what you can and advance and retreat freely. The advantage of the framework is that it can increase the rebate, but the disadvantage is that if the agreement is signed, the money will be spent. In reality, some companies will constantly adjust their bidding budgets due to factors such as team instability or business transformation. As a knowledgeable bidder, he is actually very opposed to adjusting the budget back and forth. Simply from the bidding account, adjusting the budget back and forth will lead to unstable quality, unstable quality, and the ranking will be affected, which will ultimately affect the delivery effect.
From the perspective of enterprise operation, if an enterprise always calls back the bidding account, it either means that the company is relatively small, or there is something wrong with its management, or the leaders don't know what to do. This is a very serious problem for enterprises. ?
Control costs from the account level
1. Create a closed-loop account at the account level.
When customers understand a product or brand, they usually complete a process of buying and sharing by listening, speaking, understanding, consulting, comparing, buying, using and sharing. We should also use this method when establishing bidding accounts, thus forming a closed-loop search. For example, I heard that several schemes can be set up for this link, such as the brand word scheme, which contains small units such as brand words, competing words, famous teachers, etc., and even the names of famous leaders in enterprises can be used as keywords. ?
Understanding this link is divided into understanding business and understanding enterprise. We can plan according to the business: there can be American units or British units. In addition, foreign students will search for English keywords in addition to Chinese, so they can also input some keywords from English schools. It can be seen that a real master needs to know a lot to do well. It doesn't mean that you can find a bidder to help you adjust your account for a cabbage price, nor can an individual adjust your account.
Bidding is a very comprehensive knowledge. Knowing this link of enterprise, powerful enterprises can launch characteristic products, and powerful enterprises can launch the starting line of brands. The author searched for peers on the Internet, and some medium-sized or small companies studying abroad did not even vote at the starting line, so in fact, the bidding of the study abroad industry is a weak link. Coupled with the layman's command of the expert, this link is really bad. ?
2. Control costs at the regional level?
Another way to reduce costs is multi-regional delivery strategy. Take Beijing as an example, the cost of studying abroad resources in the United States is between 400 and 450 yuan. If you only invest in Beijing, it will inevitably lead to high resource costs. If Tianjin, Hebei, Shandong, Shanxi and other cities are added, the average cost of resources will be lowered, which is the multi-regional delivery strategy. Group companies may have branches in many key cities across the country. At this time, the method to reduce the cost is the multi-platform delivery strategy, combining 360, sogou, Shenma and other platforms to play a set of combination boxing. ?
3. Control costs at the time level.
Through the analysis of the time period in the background of bidding account, analyze which time period is better in the whole day. Then communicate with customer service, which time period has more traffic and better conversion. We can do statistics with data samples of several months, and we will find some regular things. Usually 10: 00 am is a small peak; 2: 00-4: 00 pm is the peak period; 8: 00 pm-10: 00 pm is another small climax, so we should focus on these periods, increase the budget, and reduce the budget in other periods. Instead of focusing all day, there is no strategy, no priorities, resulting in a lot of ineffective waste. (See Figure 2)
4. Accurate delivery of Baidu products
There are many Baidu products, such as bidding, online alliance, library, encyclopedia, post bar, know, mobile DSP and so on. You should choose according to the characteristics of your products. For example, if you want to bring precision marketing, you must choose bidding; Internet alliance is getting worse and worse now. What is the reason? I can only say hehe, from Baidu's recent "buy leukemia, hemophilia and other post bars", we can get a glimpse.
Some organizations that don't know how to do it are still investing heavily in online alliances. This is a big mistake. Someone also told me that before the event, I have to invest 654.38+10,000 yuan in promotion activities, and I can only reply. Online alliance has the effect of exhibition. According to the age characteristics of our customers and the characteristics of the crowd, we choose some platforms to cooperate with the bidding and make a brand exposure and display. 300 a day.-500 yuan. If the enterprise is small, there is no need to put it in.
Another link that I attach great importance to is understanding the platform. Because the customer left his phone number through your bidding, in the comparison link, he will check your online comments in addition to comparing his peers. If you have negative information or other unfavorable comments on the Internet, the list will run away. From the commercial point of view, the solution of negative information still depends on excellent products and good services, not on * *. This truth is simple, but it is rarely done.
Emerging mobile DSP, you can try it. The industry is launching, but the author has not launched it, but other DSP platforms. Everything else is common, so I won't go into details.
5. Selection of bidding words
A core of bidding is the choice of keywords, which actually requires bidders more.
Secondly, we should understand marketing and customer psychology. The principle of cognitive sharing mentioned by the author above is the scientific basis for account construction and word selection. If you don't know how to do things, you won't have a clear idea. Seemingly busy, in fact, I have done a lot of useless work and can't solve the core problem.
Thirdly, we should know how to choose the right words. Most educational enterprises are using music language or 53. Search words can be seen in the background of these dialogue software. We can see which words are well translated in the background and focus on the delivery, instead of letting the sales department choose a few words for you to deliver. This has become a joke. Because the salesman knows the business, but he doesn't know the bidding at all, the bidding involves many and complicated things, and the layman doesn't know what's going on inside. Look at the flowers in the fog and the moon in the water. In addition, people who really understand the industry either don't speak out, or the position is too low for anyone to listen to, forming an unbalanced situation of strong sales and weak market.
Finally, pay attention to the addition of words and the exclusion of IP. By using statistical tools, we can know which words are accurate conversion words and which words are high-flow words, and make a comprehensive analysis of these words. In addition, because of the problem of keyword matching, it will lead to some inaccurate delivery. For example, if you study in the United States, the words "having a baby in the United States" will appear, and you have no related business, so it will also cause a lot of waste. There are also some malicious clicking behaviors of peers, which lead to your offline soon after you go online, and there is basically no dialogue. At this time, it is necessary to shield IP in time and narrow the area. Although some county-level cities also have searches, there is almost no transformation, so it must be blocked. In fact, bidding is very strategic and tactical, which is not something that a bidder selling cabbage can do.
Most companies don't know how to do it. The general managers of most companies in the industry are from sales. They know nothing about bidding, only a little concept. Then why didn't they have our words when they searched online? Why do people take our words? Why don't we join others? I'll say a few words you want to put in and ask a bunch of questions that make professionals look low and ridiculous. If sales are strong and the market is weak, the market can't do anything at all, because amateurs command experts. But in fact, many companies have this phenomenon, the boss does not know how to do it, and the sales director does not know how to do it; If the marketing director doesn't know what to do, the bidder will be in trouble.
6. Don't listen to lay leaders.
Control cost through data analysis
1. Front-end delivery
2. Adjust the website in the middle to optimize the topic.
Customers brought by Baidu's launch should not be simply guided to the homepage of the website. Customers are impatient and lazy. If he can't find the information he wants, he will jump away at the first time, because he can find N institutions online. Therefore, this requires the bidding landing page to be professional, so that customers can find the information they are looking for. At this time, the bidder should use the theory that the author understands the business, otherwise he will not know what the customer is concerned about. In addition, it is necessary to communicate with the business department and ask the business department to provide some points that customers want to know during the application process, so as to better transform and achieve the effect of controlling costs.
3. Back-end optimization of customer conversion rate
When it comes to the best way to control costs, besides accurate market launch, another core point is to improve the conversion rate. This conversion rate includes customer service conversion rate and sales conversion rate. If the customer service conversion rate is increased by 1-2 points, it will save a lot of money, especially for group companies. If the national sales conversion rate of a group company increases by 1-2 points, the turnover will increase by millions or even tens of millions of yuan. The improvement of conversion rate is a very important core point. Of course, there are many ways to improve the sales conversion rate. At present, companies studying abroad are doing this with sales routines, but they have not been promoted to the level of marketing. This is still caused by ignorance, and it is also a kind of sorrow for marketers. Heroes are useless.
4. Detailed data analysis
Another core point of bidding is account data analysis, consumption, click rate, CPC, conversation, telephone volume, sales volume, ROI and so on. These data require very detailed analysis. Almost all overseas companies have done data analysis before the call volume, which has nothing to do with sales volume and ROI. This analysis only plays a half role and is incomplete. Moreover, these analyses are all manual, and almost no overseas companies use professional data analysis software. This is a big gap, because most companies don't realize or realize that they can't implement it. I can only say hehe for the specific reason.
Although the new media has developed, there are many wrong ways to play in the study abroad industry. It is really necessary to operate it as an internet product, rather than the gameplay of overseas institutions now. At present, new media has not yet formed a strategic advantage in the market, and bidding is bound to become the core strategic commanding height in the enterprise market. Whether it can become a strategic commanding height or not is the core issue of market leaders. Knowing how to do it can be achieved, but not knowing how to do it is an armchair strategist. Of course, the ceiling of this matter is the boss. The boss should understand the business, the principle of bidding and why bidding is a market strategy. Otherwise, market leaders can only understand talents.
New media is a new strategic breakthrough, but we should work together with bidding.